Company: Suja Juice
CEO and founder: Jeff Church
San Diego, California
Items carried at Costco:
Suja Uber Greens
(Item #1195226); additional items
vary by location.
Quote about Costco:
“I was blown away by how
much Costco always has their
members’ best interests at heart.
... Part of the magic with Costco
has been our mutual desire to
try new things, pivot quickly
and work to conceptualize and
execute ideas while sharing
in the risks, collaboratively
working through challenges and
always having an abundance
of gratitude for the wins.”
—Jeff Church, CEO and founder
uja has launched a juicing revolu-
tion in America, making organic
juice and health beverages more
accessible nationwide. “We believe
that high-quality, organic beverages
should be a grocery [item], not a luxury,”
says CEO Jeff Church.
The company’s name means “long,
beautiful life” in Sanskrit, an allusion to
the company’s healthy-living aspirations.
Suja began selling fresh-pressed organic
juice delivered by skateboard in La Jolla,
California, in 2012. The raw juice tasted
incredible, but with only a three- to four-day shelf life, it was a difficult product to
sell and distribute on a national scale.
“My previous business ventures
taught me a lot about the power of mar-
rying a great product with a disruptive
technology,” Church says. “So it was
incredibly exciting when we discovered
[high-pressure processing], a technology
that uses pressure instead of heat to kill
harmful pathogens while maintaining the
nutritional benefits and taste of fresh raw
juice. This was the game changer that
allowed us to take our organic, cold-
pressed juices to … the masses.”
With the new process in place, Suja
gained traction quickly, launching in
Southern California Costco warehouses
and other retailers in 2013. In 2015,
Coca-Cola invested in a minority stake in
the company. That same year, Church was
named BevNet’s Person of the Year. Today,
Suja is one of the country’s top ultra-
premium juice brands and one of the fast-
est-growing food and beverage brands.
Drinking to health
Suja’s Mighty Dozen and Uber Greens
are the most popular juice combinations.
Both contain potent ingredients like
collard greens, kale, spinach, spirulina,
celery, ginger and barley grass.
“One of our goals is to create juices
for our consumers that can’t easily be
replicated at home,” Church explains.
“We find bold, exotic, functional ingredients that aren’t usually found in everyone’s pantry … and we do the hard part
of pairing, blending and making them
delicious, convenient and affordable.”
Suja supports several philanthropic
causes, including the Children’s Miracle
Network. Environmental sustainability is
another core value, and the company has
consolidated shipping practices to reduce
its carbon footprint as well as partnered
with farmers dedicated to water conservation and minimizing food waste.
“We are proud of the fact that we use
‘ugly’ fruits,” says Church of the misshapen or bruised fruits Suja uses. “But
they are just as delicious, and their juice
is perfectly beautiful.”
Amber Gibson is a Chicago-based food
and travel writer.
Suja Juice taps into an
appetite for a healthier future
by AMBER GIBSON